Canadian Olympic Committee throws support behind Pan Am Games with #NowOrNever

The 2015 Pan American Games in Toronto are approaching quickly, with only 79 days left until the opening ceremonies on July 10, and the Canadian Olympic Committee has thrown its marketing muscle behind the event with the #NowOrNever campaign. It's the first time the COC has done a major campaign promoting the Pan Ams, and the results are very impressive; in partnership with marketing agency Cossette, they've created a remarkable video featuring 14 Canadian athletes from eight different sports, one that recalls previous efforts ahead of the Olympics such as Give Your Everything (for London 2012) and We Are Winter (for Sochi 2014). Here's the video:

It's a cool spot, featuring athletes from canoeist Mark Oldershaw (who won bronze in the C1-1000m  event in London) to divers Roseline Filion and Meaghan Benfeito (who combined to win bronze in synchronized 10m diving in London) to BMX star Jim Brown. Those are just some of the top athletes from Canada and around the world who will be competing in Toronto, and COC CEO and secretary general Christopher Overholt said in a release the calibre of athletes present (some of whom have already competed for Canada at past Olympics, and others who are likely to do so in Rio in 2016) is a big part of why the COC is supporting the Pan Ams.

"This is a unique opportunity to buy a ticket to see some of Canada's greatest athletes and support our sporting heroes in Toronto," Overholt said. "We are thrilled to support our largest ever Canadian delegation at a Games. Toronto 2015 is the largest international multi-sport event ever hosted in Canada. Many of these athletes will represent Canada at future Games. We are now providing new ways for fans to show their passion, patriotism and support our Team Canada athletes."

The campaign's already found success online, with #NowOrNever trending nationally early Wednesday. There's also a contest where fans can enter to win Pan Am tickets. This campaign will going to hit traditional media too, with the video making its debut on CBC during Wednesday night's NHL playoff game between Ottawa and Montreal and print ads to run in The Globe and Mail and various Sun Media papers. COC chief marketing officer Derek Kent said in a release that the campaign's to help build fan support for Canadian athletes at the Pan Ams.

"Our goal is to make it a rallying cry for our fans leading up to and during the Games. #NowOrNever represents that pivotal moment in sport combined with heart-pounding visuals, where athletes give their everything. It is designed by athletes for athletes and to inspire our fans to support Team Canada as they compete for gold."

The athletes are inspired, too, with Oldershaw saying competing on home soil is going to be special for him.

"I love this campaign call to action and it was great to be a part of it. I have been competing internationally for years but I cannot describe the excitement to compete at home. I'm ready to give my everything on the water and can't wait to hear the crowd chanting for Canada at the Pan Am Games. It's now or never."